TOWARDS DEVELOPING A PROCESS AND FRAMEWORK IN MANAGING FRONT END OF INNOVATION EFFECTIVELY Mat Kamil Awang Graduate School of Management Universiti Putra Malaysia Supervisors: Dr. Yee Choy Leong Prof. Dr. Zainal Abidin Mohamed Dr. Kenny Teoh Guan Cheng
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TOWARDS DEVELOPING A PROCESS
AND FRAMEWORK IN MANAGING
FRONT END OF INNOVATION
EFFECTIVELY
Mat Kamil Awang
Graduate School of Management
Universiti Putra Malaysia
Supervisors:
Dr. Yee Choy Leong
Prof. Dr. Zainal Abidin Mohamed
Dr. Kenny Teoh Guan Cheng
TABLE OF CONTENTS • Introduction
• Definition of Innovation & Front End of Innovation
• Strategic, Process, & Systems View of Innovation
• Front End of Innovation Process
• Proposed Framework
• Conclusion
• Questions & Answers
Objectives of The Paper
• Conceptual Paper
• Propose a process and framework for managing front end
of innovation
• Pre-cursor to PhD research “Developing a Process and
Framework in Managing Front End of Innovation
Effectively”
• To get feedback from the audience on the proposed
framework
Why Do We Need Research in Front End
of Innovation • Front end as the greatest weakness in product innovation
(Khurana and Rosenthal 1997).
• “the greatest differences between winners and losers
were found in the quality of execution of pre-development
activities”. (Cooper and Kleinschmidt, 1994)
• At macro/country level, Malaysian Government spending
on Innovation but with mixed result
• At micro/organization level, for example, an R&D arm of
telecommunication company (Telekom Malaysia) yearly
spending of RM60-80 million but with minimal impact on
the market.
FUNDING FOR INNOVATION 9th MP
COMPARISON OF SPENDING ON
INNOVATION
Importance of FEI
• Improving return on investment in front end activities
• Ability to develop high quality stream of ideas
• Reducing uncertainty and risk associated with projects
• Fitting ideas to the company and their context.
Defining Innovation from Technological
Perspective
• “Innovation consists of all of those scientific, technical,
commercial and financial steps necessary for the
successful development and marketing of new or
improved manufactured products, the commercial use of
new or improved process or equipment or the introduction
of a new approach to a social service” - OECD
Defining Innovation from Organization
Perspective
• Innovation . . . is generally understood as the successful
introduction of a new thing or method . . . Innovation is the
embodiment, combination, or synthesis of knowledge in
original, relevant, valued new products, processes, or
services – Luecke & Katz (2003)
Defining Innovation from Creativity
Perspective
• All innovation begins with creative ideas . . . We define
innovation as the successful implementation of creative
ideas within an organization. In this view, creativity by
individuals and teams is a starting point for innovation; the
first is necessary but not sufficient condition for the
second – Amabile (1996)
Defining Innovation from business
function perspective
• Innovation, like many business functions, is a
management process that requires specific tools, rules,
and discipline – Davila et. al. (2006)
Working Definition of Innovation
• A strategic process which:
• Consists of scientific, technical, commercial, financial steps
• Involves implementation of new ideas
• Requires tools, rules and disciplines
• Has commercial values
Definition of Front End of Innovation
• “The messy „getting started‟ period of product
development, when the product concept is still very fuzzy.
Preceding the more formal product development process,
it generally consists of three tasks: strategic planning,